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THE MARKET a Glass of Golden Liquid at the 19Th Hole Would Be a Whisky

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THE MARKET a Glass of Golden Liquid at the 19Th Hole Would Be a Whisky THE MARKET A glass of golden liquid at the 19th hole would be a whisky. If the players were in St Moritz and the game was snow golf, the golden liquid would be Chivas Regal. Named for the Chivas brothers - James and John - who founded the brand in 1801, the name “Chivas” comes from the Gaelic seamhas, meaning lucky, or blessed with fortune. And so it is: the brand denotes charisma and style, and the tradition of a noble Scottish lineage. It is a brand that promotes sharing, friendship and a lifestyle enjoyed and sought by whisky drinkers in over 200 countries. The standard blend is 12 years old, though Chivas also markets an 18-year-old Scotch called Gold Signature (previously called Rare/Old), as après snow golf drink or the gentleman enjoying chocolate producer Valrhona; now a sophisticated well as two top-shelf 21- and 50-year-old blends a nightcap at the hearth, Chivas has captured a tasting experience marries the finest Valrhona called Royal Salute and Royal Salute 50 Year Old market that demands exceptional quality. chocolate with the Chivas Regal 18 blend to bring respectively. to life the complex flavours of finely blended The 12 Year Old maintains a consistent ACHIEVEMENTS whisky and chocolate. positioning and shows strong global performance. Beginning with a letter announcing that, having In 2006, Chivas Regal was named the It is the number one whisky of choice in China provided excellent service, Chivas Brothers had UK’s coolest whisky brand by the Superbrands with a dynamic growth pattern in Asia, and received a Royal Warrant to supply goods to CoolBrands Council, a panel of influential has growing support in South America and key Queen Victoria in 1843, the Chivas brand has an opinion leaders drawn from the world of media, European markets. Consumer perception of impressive list of achievements. fashion and design. Chivas Regal as a prestigious premium Scotch Outperforming the global premium whisky A study carried out by the independent whisky is unswerving around the globe. category, Chivas Regal continues to grow at 11 institute Synovate in March 2003 selected Chivas Chivas Regal 18 Gold Signature is an percent year-on-year. The brand is also number Regal as the “most prestigious Scotch whisky in exceptionally indulgent Scotch whisky for one in China, the fastest growing market the world”. The brand also won the gold medal the Super Premium sector. Its stylish and worldwide. Annual volume sales of the Chivas at the International Cocktail Challenge in 2002 contemporary positioning reflects its pioneering Regal “family” now exceed 3.9 million 9-litre and 2003. values and rich and sophisticated brand cases annually. credentials. It was relaunched in October 2004, In February 2007, Chivas Regal 18 was HISTORY which led to a doubling of volume by the end of the exclusive drinks sponsor of “The Party”, Chivas Regal is a brand with a rich history. 2005 when Chivas Regal 18 passed the 100,000 the official after-party in Paris of The Caesars, In 1801, James and John Chivas dreamed of 9-litre cases mark for the first time. The brand France’s top film honours. Hosted by Chivas creating a smooth whisky that was perfect for has seen strong double-digit growth ever since. Regal 18 and the French Academy for Cinema sharing with friends. Their passion led to the Chivas is marketed as a “premium whisky Arts, the event was attended by top French and creation of Chivas Regal. When Queen Victoria with a passion for life”. Chivas Regal consumers British actors and artists. began entertaining guests at her Balmoral Estate are affluent members of society who lead active Marrying sophisticated luxury and pleasure, in Scotland, the search began for a discrete and lives. Whether it’s the young executive having an Chivas Regal 18 recently partnered with gourmet reliable supplier who could provide the finest of life, shared by spontaneous, fun-loving people who don’t take themselves too seriously. The Chivas Life has become synonymous with an aspirational lifestyle and appeals to a young, upwardly-mobile market. In 2006, the Pernod-Ricard Group, holding company of Chivas Brothers, decided to include a moderation or prevention message in all new advertising campaigns worldwide, adapted for local markets and authorised media, including posters, television, cinema and written press. The responsible consumption of alcohol is a strong platform of the Chivas brand. food, liqueurs and spirits. In 1843, the Chivas worldwide in 2003, which represents 2.9 million brothers were granted a Royal Warrant to supply 9-litre cases. In 2005-2006, sales of Chivas Regal BRAND VALUES goods to the Queen. It was the start of a long topped four million cases. Chivas Regal embodies the values of sharing, and harmonious relationship between Chivas conviviality, entrepreneurship, integrity and Brothers and the Royal family. THE PRODUCT commitment. It is a brand that was built on In the autumn of 1909 Chivas entered the The brand consists of two main products: Chivas craftsmanship and patience and these values are booming Northern American market and quickly Regal 12 Year Old and Chivas Regal 18 Year inherent in its products. became the drink of choice among the well- Old. While proud of its old Scottish lineage, Chivas heeled. Top hotels and restaurants along the Chivas Regal 12 is a golden amber colour, embraces the new, exciting and unexpected. Eastern Seaboard, and as far west as Chicago and with rich, fruity aromas of autumn fruits, a St Louis, hounded Chivas Brothers agents for a floral fragrance with a soft nectar sweetness, and single bottle or two, the contents of which they notes of rich apple and a soft dry nuttiness. It is promised would be “meted out solely to their considered a rich, smooth and generous whisky. best and wealthiest clientele”. Chivas Regal 18 is a more-intense dark While always faithful to its Scottish heritage, amber, with multi-layered aromas of dried fruits, it was in the American market that Chivas Regal spice and buttery toffee. Exceptionally rich and found true success. Initially, the brand lacked the smooth, Chivas 18 has a velvety, dark chocolate lavish packaging that American consumers were palate with elegant floral notes and a wisp of looking for, but this problem was solved with the sweet mellow smokiness. Its finish is long, warm creation of the distinctive packaging still used and memorable. by Chivas Regal 12 Year Old. The special silver carton embossed with heraldic symbols, reflecting RECENT DEVELOPMENTS its noble Scottish lineage and the chivalry of the In October 2005 Chivas Regal 12 launched ancient Scottish clans, offers a tempting visual Chivas BarMasters, an exclusive international prelude to the rich whisky within. bartender relationship programme. The In 1997, Master Blender Colin Scott programme educates top bartenders around the hand-selected casks of Chivas whisky aged globe about what makes a great whisky, and what for a minimum of 18 years to create a new makes Chivas Regal so special. contemporary luxury whisky, Chivas Regal 18 The four-month Chivas BarMasters Year Old Gold Signature. programme concluded with a series of Chivas Regal was acquired by Pernod-Ricard competitions to test the BarMasters’ knowledge, in 2001, and is obviously considered one of the to find the top bartender in each key market. jewels in the portfolio of the world’s number Carlos Silva of Portugal and Fredirick Olsson of THINGS YOU DIDN’T KNOW ABOUT two wines and spirits company. Market leader the UK won the ultimate prize and visited Miami CHIVAS REGAL in Europe, the brand sold over 34 million bottles in the US for a taste of “the Chivas Life”. In 2006, Chivas Regal 18 Year Old Gold Signature was made available in miniature ¶ Every second, someone is buying a bottle at leading airports around the world, giving of Chivas Regal somewhere in the world: travellers an opportunity to sample the whisky at that’s more than 40 million 70cl bottles of a reduced price. Chivas Regal sold each year Overall, Chivas Regal 18 sales achieved growth of 32 percent between July 2006 and ¶ Chivas Regal 18 Year Old has won December 2006. numerous awards, including a gold medal the first time it was entered in the PROMOTION International Wine & Spirit Competition Chivas Brothers made a marketing investment in 1998, and again in 2005. It was also of £55 million annually in the successful “The selected Editor’s Choice by Whisky Chivas Life” global advertising campaign for Magazine in 2005 in its Premium Blends Chivas Regal. The campaign’s objective is to tasting make Chivas Regal 12 Year Old the world leader in premium Scotch. ¶ Chivas Regal was named the UK’s coolest Created by TBWA/G1 agency, the global TV whisky brand in 2006 by the Superbrands and print campaign has been launched in over 50 CoolBrands Council countries. Original and creative executions depict people finding fulfilment in new experiences like ¶ The name “Chivas” comes from the ice fishing in Alaska, or travelling without a fixed Gaelic seamhas, meaning lucky, or destination. blessed with fortune The Chivas Life presents an epicurean vision .
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